NADUVI

About NADUVI

NADUVI operates as a curated online marketplace and outlet for the home and living sector, connecting consumers directly with manufacturers and brands. The company was founded in 2019 by Itai Gross and Bart Dingjan, and is headquartered in Amstelveen, Netherlands. Itai Gross, the CEO, brought significant industry experience to the venture, having previously co-founded and co-CEO'd Westwing Home & Living in the Benelux region and advised other interior companies on managing their overstock. This background provided deep insights into the market's inefficiencies, particularly the challenge for brands dealing with surplus inventory from rapidly changing collections.

The business model is centered on a direct-to-consumer marketplace platform that eliminates several layers of the traditional distribution chain, such as physical stores and warehouses. This asset-light approach allows NADUVI to offer products at discounts ranging from 30% to 80%. Revenue is generated by charging partner brands a commission on each product sold through the platform. While the logistics and shipping are handled directly by the suppliers, NADUVI manages the customer service to ensure a consistent consumer experience. This structure benefits both parties: consumers gain access to a wide array of home goods at lower prices, and brands gain a direct channel to sell overstock and other items, maintaining control over their branding and pricing.

NADUVI's product catalog is extensive, featuring over 50,000 items from more than 300 brands, including furniture, lighting, decor, textiles, and garden products. The platform serves a broad consumer base looking for stylish home items without high price tags and is active in the Netherlands, Belgium, and Germany. The company has achieved significant milestones, including raising a total of $11.2 million in funding over two rounds, with a notable $10 million Series A round in May 2021 led by Begin Capital. In February 2024, NADUVI was acquired by the Dutch online home goods store fonQ, in a strategic move to combine fonQ's brand strength with NADUVI's technological ecosystem. Following the acquisition, Itai Gross was appointed CEO of the combined entity, with both the fonQ and NADUVI brands continuing to operate with their distinct positioning.